Imagine having a personal fitness trainer available at your fingertips anytime, anywhere—no crowded gyms, no expensive personal training sessions. This futuristic vision is becoming reality thanks to Unitree Robotics, the Hangzhou-based tech company famous for its robotic dogs and humanoid robots, now venturing into the fitness equipment industry.
AI Meets Fitness: The PUMP MAX Innovation
Founded in 2016, Unitree Robotics has been making waves in artificial intelligence applications. In late 2024, the company unveiled its groundbreaking home fitness equipment, PUMP MAX, through crowdfunding platforms. The product successfully raised approximately $1.37 million, demonstrating strong market interest in this innovative approach to home workouts.
At its core, PUMP MAX features a compact resistance module weighing just 10 pounds, with a crowdfunding price of $499. This versatile device can integrate with various fitness equipment like rowing machines, consolidating multiple workout needs into one portable system. Its space-saving design allows for easy storage after home workouts and convenient transport to gyms.
Smart Technology for Personalized Training
PUMP MAX incorporates a high-speed motor that precisely adjusts resistance from 4kg to 70kg with 0.5kg accuracy. The device offers five preset workout modes optimized for different training objectives. During exercise, it automatically adapts resistance based on the user's movements to maximize muscle training efficiency.
Through smartphone connectivity, users can access visual training progress tracking, personalized workout plans, and community engagement features. Compared to traditional gym training, PUMP MAX functions like an invisible personal coach, delivering comprehensive home fitness solutions.
Crowdfunding Success and Marketing Strategy
Rather than launching through conventional e-commerce channels, Unitree strategically chose Kickstarter and Indiegogo for PUMP MAX's market debut. From October 2022 to December 2024, the campaign attracted 568 backers and raised over $690,000 on Indiegogo. A subsequent Kickstarter launch secured 552 supporters and $670,000, validating the product's market potential.
The marketing team leveraged YouTube extensively, publishing detailed product videos including comparisons, unboxings, and real-world tests. Collaborations with fitness influencers further boosted visibility, with one tech reviewer's video surpassing 30,000 views.
Global Media Outreach
Unitree complemented its social media strategy with international press coverage. In October 2024, tech blog gadgetify featured PUMP MAX, followed by articles across home design and lifestyle platforms including Homecrux, YANKO DESIGN, and WORLDKINGS. This multi-channel approach expanded reach while strengthening the product's marketing ecosystem.
PUMP MAX represents more than just innovation in fitness—it showcases how Chinese tech companies are making global impacts through technological advancement and strategic marketing. Unitree's success offers valuable lessons for brands looking to expand internationally, particularly in leveraging media coverage for SEO benefits and sales conversion.